NEW! Commercial Construction Platform

                                                                     FOR IMMEDIATE RELEASE

Amy B. Zucchi
Principal, The Karlyn Group
Marketing & PR for Best Project Data


Hudson Valley, New York, August 13, 2020. Best Project Data, a new online project lead service for the commercial construction industry launches in the Hudson Valley. Best Project Data provides general contractors, subcontractors, material suppliers, surety bond companies and professional service companies with the most up-to-date information on major public and private projects going on throughout the Hudson Valley.

“Now, more than ever it’s hard to find out about and quickly respond to construction jobs. That is why we built Best Project Data, a construction lead website that collects and distributes information on public and larger private jobs in Westchester, Rockland, Sullivan, Orange, Putnam, Dutchess, Ulster, Greene and Columbia counties,” informs Michael Justice, principal and developer of BEST. Project Data.

Contractors are rarely in the office and have typically relied on word of mouth to get business. The internet took longer to infiltrate the industry, but many still don’t have the time to devote the hours needed to search for projects to bid on. Best Project Data aggregates projects from dozens of sources including websites, municipalities, associations, state agencies, developers, etc.; but it doesn’t end there. Members can set daily alerts that will target their exact specialty, review plan holders as well as project updates in real-time, have information about projects so they can bid quickly and accurately and, never miss work again—which is especially important in today’s economic climate.

How Best Project Data got its name. Most national lead services don’t cover private projects well (if at all) and they miss a lot of jobs in the Hudson Valley. “We’re here in the Hudson Valley and turn over every stone to make sure we have enough jobs to keep you and your team working, We provide full contact information, plans, whatever we have or can find to get you the information you need to try and work on the project,” adds Michael.

Michael has been building software programs since he was a teenager and has a background in finance and expediting. In 2010 Michael was brought on to lead a team of developers to re-build and re-engineer a similar, well-known platform covering NY, NJ and DE.

To learn more about Best Project Data visit



Do you have what it takes to be a Thought Leader? Content marketing produces quality content and solves industry challenges. Being an influencer gains “followers” as opposed to an audience and doesn’t typically add original ideas. To be a Thought Leader you take everything to the next level.


  • First, make sure you have expertise in your niche
  • Second, incorporate original thoughts in your content
  • Next, produce helpful and informative content
  • Comes up with authentic solutions
  • You begin to be recognized and referenced by colleagues
  • The title of “Thought Leader” is earned by being credible
  • Build relationships with other experts inside and outside the niche
  • Respects all levels of people in your industry
  • Gain an “audience” not followers
  • Focuses on target audience AND their competition

So, if you have any of the above characteristics, you are on your way to becoming a Thought Leader.


  • Free marketing
  • Other Thought Leaders and Influencers will share your content
  • People outside your niche will reference you
  • Asked to participate in seminars and on panel discussions
  • Adds credibility to your brand
  • Community members / influencers may recommend you
  • You become a “go-to” source
  • Able to charge higher prices for your services

As you can see the results are impressive from becoming a thought leader. Your marketing can improve without needing to spend as much as you had in the past.


  • Firstly, identify other leaders in your industry
  • Secondly, consistently compete with their content
  • Thirdly, have the time and money to invest
  • Fourthly, and most importantly, promote your content in all available avenues

To be a thought leader, you have to commit to it…it won’t happen overnight. For instance, putting out one blog a month won’t get you there. Speaking at one event is helpful, but you need consistency.


  • Present yourself as a confident intelligent source
  • Open people up to new ways of thinking
  • Help people make sense of content they’re already familiar with
  • Consistently be able to create and distribute content
  • Communication (Website, emails, blogs, podcasts, YouTube etc..)

In conclusion, to be a successful Thought Leader you need to be a consistent, creative, confident communicator. By sharing quality content over time, using different resources you will have the power to influence an entire industry.

Contact our office…

Want to find out more how you can become a thought leader? Contact The Karlyn Group for a free consultation. The Karlyn Group has focused heavily on getting involved in the local community. Local clients include law firms, personal chefs, a Buddhist Temple, health trainers and other professional service companies.

ENRBuildtech 2021 Lauches.

ENR (Engineering News Record) – owned by BNP Media is preparing for their major industry event BuildTech March 9th & 10th 2021 in Dallas, Texas. Those in the construction world know ENR’s worldwide weekly publication is THE authority on all things related to the construction industry. This event will focus on accelerating construction projects by bringing together design and build teams in new innovative ways that have already been successful in our current challenging environment. This event is not to be missed!

Industry leaders will share their knowledge concerning the importance of bringing people and processes together. They will share best practices, new technology, and new techniques that can be used during & after the COVID-19 crisis that is facing our society.

As an attendee you will find out about the latest products and services changing the industry, pick up practices you can implement immediately, network with hundreds of your peers, and participate in panel discussions.

Don’t miss out on this spectacular event that is catered to teams, management, & technology all working together for achieving better results. “With everything that has happened in 2020 so far, this event will address several new issues including how to keep your team safe in the office and on the job site, as well as content for MWDBE’s”, says Amy Zucchi-Justice, founder of the Karlyn Group, an AEC marketing agency in NYC and the program director for the event.

To find out more about the event, including sponsorship, opportunities and registration, click here.  Entry is TRADE ONLY & not open to the public. You can register as a single attendee or receive a group discount for four or more in your party. Registration prior to November 15, 2020 & also before January 15, 2021 will include additional discounts. If you have questions concerning registering for this event you may contact or call 844-644-7449.

We look forward to meeting you March 2021 to focus on a prosperous future!

Cutting Corners Can Hamper Growth. Why you need to Invest in Your Marketing.

When owning or running a business, you want people to purchase what you’re producing! Many small business owners underestimate the power of a good marketing plan. Time and again, marketing is cut it out of the budget completely or a family member/intern is tasked to “take care of it with minimal spend going toward talent and advertising.” Understanding YOUR target market is crucial when creating your Website, social media voice, company logo, location of ads, etc. Handing this off to someone without experience is incredibly risky when you are trying to make a name for yourself.

You need a solid game plan if you are stepping into the ring of digital Marketing. Think of this as the ABC’s of your plan of attack. Consumers and/or businesses need to be Aware you have a Website and social media pages, in addition to a Budget so you can properly get your message out there and create targeted Content to convert “clicks” into “customers”. A website will not automatically generate income, a Facebook page will not automatically acquire followers, and banner ads need to reach the audience you are looking to attract by directing them to landing pages designed to KEEP their attention with.

We constantly remind our clients that in order to see results, they must stick to the marketing plan and budget that was put in place specifically for them. In general, companies should expect to spend 8-10% of their annual gross revenue on marketing and advertising. Even though digital marketing has sped up the time it takes to see results, companies should not expect miracles to happen overnight. It is important to give the marketing process time to resonate with their intended audience.

Learning to love your data…

Setting up analytics on your website provides intelligence on what is working, when it is working and with how many people—very important when you are spending hard-earned money. Reviewing your analytics regularly makes it easier to make informed decisions about your campaigns. You can change your target audience, your artwork and your messaging as often as you like, and analytics will provide you with the insight needed to do this with more success. Even with all of these tools available why are so many business owners still not investing in their brand?

But where do we start?

There are so many places to put marketing dollars that it can be overwhelming. Branding, PR, advertising, a new Website, SEO, events, social media, email, CRM systems…knowing how much to do and spend is crucial. Without a thought-out plan, ads won’t perform as well. The same is true with mailings, social media, etc. It takes more time to come up with messaging on the spot, or for random social media posts, than putting everything down on paper and in a schedule.

Fear of commitment?

Launch meetings are used by agencies to educate business owners on why and how marketing budgets are vital and also to set expectations for the company. Amy Zucchi-Justice, Founder & Managing Director of The Karlyn Group explains; “We build in a research/set up period to make sure we are all on the same page from the beginning. We have met with many businesses that aren’t serious about their marketing. They haven’t spent money on marketing at all, and as a result, do not grow, or remain in business for long.” Why would you want to skimp on your brand? A poorly designed website can lose customers before they even leave the home page. A website without the right user experience is throwing money out the window. There are similar disasters with a bad logo, an unclear mission statement and ads that simply direct traffic to a generic home page.

We aren’t sure if it is the fear of spending money, or just the lack of knowledge on the importance of hiring an expert. There are so many options when hiring a marketing expert that don’t involve committing to a full-time employee with benefits, which will help you save considerably. Companies can work with a consultant, a freelancer or an agency and pay per project, per hour or on a monthly retainer. There are solutions for every business owner, and you can control your spend month to month if need be. To find out more about pricing, contact us here. A consultant can create your entire marketing strategy and run it, or just provide the blue print for you to run on your own. They can create content for blogs and articles, or just post for you on your social media pages.

Getting organized is a good start.

A marketing plan will help you to bring everything together in one document that you can follow and adjust as needed. It will keep you on track and hold you accountable to your commitments. It should include a timeline of marketing activities and budget so you can plan for the year. Your plan should include:

  • Target market and secondary market
  • Mission statements and taglines for campaigns
  • Website build/update schedule with site map
  • Campaign timelines for email, social, mailings, newsletters
  • Follow up/drip campaigns
  • Social media calendar
  • Event schedule and possible speaking engagements
  • A budget assigned to activities

Marketing requires patience and dedication. It goes beyond social media and should contain a multi-tiered approach that works together. With access to data and analytics available at your fingertips, companies should make it a priority to review them monthly to make better marketing decisions. Hiring the right marketing help is very important when so much is at stake. Investing in your business should be a priority.

The Karlyn Group works with small to medium size companies that want to take their marketing to the next level. Our team can put together a plan and strategy that meets your goals and unique needs. The Karlyn Group is part of your team—we become part of your team. Contact us with any questions you may have.

Full Service Event Management

Crowd_nopickingNot an event planner

When you hear “event management,” you may think of companies that can book your hotel stay, handle food and beverage, print name badges, coordinate senior management’s travel, and so on. But there are other areas of conference- and event-management that are increasingly being outsourced—and for good reason.


What people often don’t consider is the “meat and bones” that make up the actual conference. This includes programming the content and selecting speakers for industry-specific conferences, creating and implementing a multi-tiered marketing plan and budget, as well as managing the entire sponsorship sales process.


I have recently been approached several times over the past few months for help with conference-sponsorship sales. In these discussions, I have heard that it is very hard for clients to find a company that specializes in such, which was an interesting insight.


At The Karlyn Group, we are finding that many companies (typically publishers) simply aren’t able to handle all aspects of an event internally. Their marketing and sales teams, while skillful, don’t know where to begin. Many of these organizations are used to dealing with magazine audience development, writing proposals, or selling advertising in print and online. And they don’t realize that an event budget is often entirely separate from those other activities. Finding an audience that is looking to attend conferences, or—even more so—sponsor events, can feel like finding a needle in a haystack.


Typical Conference Work


Event programming: this can be an industry term, but “programming” involves researching a topic, looking at the competitive landscape, surveying the industry, creating a positioning paper and, from there—fleshing out an event agenda and recruiting speakers for sessions. The sessions can involve case studies, panels or keynotes, depending on the event. And speakers should ALWAYS be thought leaders; people who are well known in their field and are not vendors looking to make a sales pitch.


Event marketing


This isn’t too far off from other kinds of marketing. But you need to make sure your messaging is targeted and your lists are segmented. For a potential attendee, a conference is not mandatory, and it is often hard for them to take time out of the office. So it’s critical that your programming strike on a pain point for its intended audience…something they will learn, someone they will meet, professional learning credits they will receive, or the opportunity to get work. Creating a multi-channel plan is most important because you will have to reach these potential attendees often. Using only mail, or email, or social media won’t cut it. You need a blend of all of the above, and you need to be very creative on how you do it.


Sponsorship Sales


If you know how to do this, you are one in a million. It is very tedious and time consuming to find out who controls this budget, and then determine who will part with precious funds to put it toward your event. At The Karlyn Group, we work on events that sell out, which are rare, and even then it takes a lot of convincing (and multiple conversations). Not unlike other sales, you have to form very strong relationships with prospects and clients and stay in touch even when you don’t have events happening. You also have to be prepared to create customized packages with nearly every sale…ROI controls the success of the deal. Make sure you have a great CRM system, so you can be strategic on how you are reaching your prospects, and how often.


There are a lot of moving parts to events, conferences, banquets, user forums, etc. Without a clear understanding of each part of the business, it is hard for companies to know if they can handle this work internally.


If you have an idea, or an event/conference you need help with, don’t hesitate to call us for a free consultation…we have a very successful track record and have exceeded our goals continually. We love what we do, and we love our clients.

More on us here.



A Happy Customer is Yours for Life

How to get new traffic to your store (or site) and grow your loyal customers.

Today’s customers want it all – competitive pricing, value, and high quality service. What’s more, loyalty levels are declining leading to higher turnover rates. A customer is four times more likely to buy from a competitor because of service quality as opposed to price (Bain& Co). Thanks to social media – the ultimate in word-of-mouth communication- individuals decisions to switch can have rapid and widespread consequences (Accenture).


Providing your customers with useful information will build loyalty.

Content marketing is all about creating and distributing relevant articles, information, videos, etc. – to attract and engage a clearly defined target audience. The end goal is to drive profitable customer action.The idea is to create interesting content that speaks to clients and prospects without selling them anything overtly. Packaging and disseminating useful content in a thoughtful way also positions your store as a thought leader and showcases your expertise. Modern consumers are more shopping savvy than ever as the internet provides easy accessible information about your product and those your competitors are selling. While determining what customers are looking for is crucial, meeting their needs is not enough to keep them coming back.

It is important to build loyalty through time and build trust.
Learn more about your most loyal customers and enthusiastic promoters, those who love doing business with you and sing your praise to others. Invite your top clients back to your store using feedback surveys and conversations. Highlight your unique strengths that attracted them in the first place.

Ensure the support of senior leaders and managers to help ensure that all team members recognizes the importance of your customer service philosophy. Empower your staff to make decisions in-line with your customer service culture. “Our standard return policy was 30 days but the owner always told us we can break the rule when we felt it would make customer service sense,” Tina, a sales associate at Moss and Me, told us. “I knew giving back a customers money would have her spend more in the store, and she did that day!” Success requires cultural change and commitment to permanent customer service values first.


Recognize that not all customers are the same. While customer value and profitability are key elements of the company’s retention tactics, set rules around customer service means you are more than likely not adapting to the needs of each customer. Listen to a individual needs and provide a solution tailored specifically to the situation.

Always stay on your toes. Older businesses are in danger of becoming complacent, allowing their innovative capacity to die off. When long-time consumers are only contacted for business they are likely to see your relationship as a formality and take their business elsewhere. Remember, competitors are courting new customers just as often as you are, if not more. Bringing new benefits to your customers and making the business relationship about more than a discount will keep your old buyers coming back. A good way of doing this would be to:

  •  Work with agencies like the Karlyn Group to create a newsletter for your clients which highlights the differences between products or services.
  •  Have a productive website which encourages repeat business.
  • Offer informal classes, book signings, and demonstrations by vendors.

No matter what stage your business is in, there are simple ways for you to build your relationship with your consumers and continue to thrive.

Branded Content: It’s Not Just for Big Brands or Big Budgets: Small businesses can leverage branded content to great advantage

The idea of “branded content” often conjures up images of expensive marketing campaigns with Hollywood-style treatments. So to a smaller business, the concept may feel daunting. But the reality is that branded content can run the gamut of scale and budget; the most important thing is to do it well. And for a small business, a well-thought campaign can utilize branded content to great effect.

In this post, you’ll learn:

-What’s the big deal about branded content?

-Where to begin your own branded content efforts

Why all the fuss about branded content?

As defined by the Branded Content Marketing Association through commissioned research, branded content is “any content that can be associated with a brand in the eye of the beholder.” In that light, branded content is obviously of the utmost importance as it encompasses the entirety of your marketing efforts, and beyond.

More specifically, “branded content” often refers to something purposefully created by a brand in order to entertain or educate its target audience. It is intended to create positive feelings about a company, product, or service without going in for the hard sell—and it is often designed to encourage and facilitate sharing. It may use images, characters, and storylines that are clever, surprising, or touching, which aim to win over the viewer or reader.Forrester-Branded-Content-1

This more nuanced type of branded content may seem less traditional than a straightforward campaign with a “buy now!” punch line, or one that aims to tout a product’s superior attributes. But it still relies on age-old tenets of marketing and holds distinct powers of persuasion. By leveraging branded content’s softer-sell approach, a smaller company can build awareness, goodwill, and its customer base.

Where do I begin?

Myth: branded content has to be complicated. Not true; in fact, simpler is often better. Before you even start to think about what should be written, filmed, designed, or produced—take a minute to put yourself in the shoes of your customer or potential customer.

Ask: what type of information and education would be useful to your target audience? (Some answers may seem beyond the scope of your company’s knowledge base or expertise—but don’t discount these ideas off the bat; there may be something to them.)

Next, figure out your goal for the branded content campaign. Do you seek increased visitors to your homepage or social media pages? Increased awareness of your brand in the marketplace? More leads? Sign-ups for a free download or trial?

Once you determine the type of content that makes the most sense, and what you’d like readers/viewers to do as a result, think about what channel(s) would be most logical (keeping your budget in mind, of course). For instance, maybe your company has some relevant and compelling data that would lend itself to an infograph treatment. Or maybe a short video would help bring your customer’s needs to life.

Then, execute. And if you don’t have internal resources that can help to produce the branded content you want, look to outside firms who can work within your budget to provide something new and fresh that resonates with your target audience.

You may even want to partner with an organization or association to bring their content to your audience. Here’s a secret: you don’t have to create all of your branded content from scratch; instead, find clever, visual ways to repurpose existing information or leverage your company’s relationships to solicit shareable, relevant content.

Once you’ve launched your campaign, monitor and measure its results—and have a strategy in place to ensure that your campaign doesn’t get stale. If you get in the habit of regularly offering topical, helpful content to customers and prospects, your brand will start to become a trusted and ongoing resource for them.

Also, make sure you get the word out so your branded content can work best by linking other marketing functions to your content. You can push out teasers from social media, email campaigns, and other digital outlets that can then point back to your site or wherever the content lives. At times, you can push people to a landing page that is more targeted to the audience you are reaching, making your campaign more successful.chris-post-infographic

Tips and reminders

Forrestor Research reminds us that branded content “is designed to build brand consideration and affinity, not sell a product or service.” The good news is that customers generally trust and respond well to this type of content. Recent research from Vibrant Media showed that advertorials ranked higher as a useful source of information than journalist-written articles. And one in three respondents rated an advertiser’s own website as the most useful source of information about a product, with particular receptivity to content delivered in an image-based format.

As noted by Joe Palazzo, founder of the Content Marketing Institute, in 2012: “The future of the marketing department is half content and half publishing.”   That future is now. The key is thinking smart about your branded-content campaign and leveraging resources beyond the four walls of your own company. And never lose sight of your audience and what sorts of information they need and want. So, start small, and you’ll go far! Smaller businesses can have just as much—or more—success with branded content as their larger peers. Good luck!

by Amy Zucchi-Justice, Co-Founder & Head of Marketing and Strategy, The Karlyn Group.

Amy Zucchi-Justice is an experienced marketer and sales professional specializing in media, events, product creation and launches—as well as creating successful growth-oriented branding campaigns.

The Importance of Face-to-Face Events

In today’s business world the prospect of hopping on a plane or even cabbing it down Madison Avenue seems absurd. Business dealings are conducted almost entirely through technology, with even the occasional phone call seeming alarmingly personal. While conducting business through technology may seem more efficient, these proceedings may have lost some of the most crucial elements of good business – interpersonal connections.

Face-to-face events allow for individuals to make eye contact, smile, gain trust, and demonstrate commitment to the relationship through physical actions such as handshakes. Achieve Solutions establishes that these sensory bonds allow for better assessments of people and situations, and ultimately stronger business connections. Based off this information the meetings industry has designed a long-term promotional campaign in order to increase knowledge of the importance of face-to-face events according to High Point Enterprise.

What are the Key Outcomes of Face-to-Face Contact?

Face-to-face contact is critical for relationship building. It is important to utilize face-to-face contact in order to share information, enable collaboration, build trust, and to get all parties involved with the business proceedings on the same page.

As company travel budgets are rapidly shrinking, it is important to determine when face-to-face contact is really the best investment. Often during virtual meetings attendees are distracted and multitasking, leading to lower productivity according to The Maritz Institute. Face-to-face interaction allows for attendees to maintain focus and to interact with the speaker and each other.

In a study conducted by Meeting Focus, it was illustrated that more ideas were generated with face-to-face contact. It is easier to negotiate ideas without miscommunication, as well as exchange confidential information.

When is Face-to-Face the Best Investment?

Face-to-face communication is the best investment when there is a risk of business being lost. Meeting Professionals International (MPI), reports that 40% of prospects converted to new customers via face-to-face meetings, and 28% of current business would be lost without face-to-face meetings. Re-establishing trust and security through face-to-face communications can strengthen a faltering relationship.

For example, at this women’s conference organized by the Karlyn Group, a networking event was set up in order to allow for women to create meaningful business connections. Speakers sold their books, snacks were served, and women had a chance to engage in face-to-face interaction with each other. As opposed to a web seminar, where contact is terminated at the conclusion of the event, the women who attended this conference have continued to attend in subsequent years, and have reported increased business success.

Face-to-face interactions are not only important for one on one meetings, but can be beneficial for larger groups. Face-to-face interactions can also increase the attractiveness of a meeting or event, especially when the destination is set to be someplace inviting to guests. Holding meetings in unique settings such as on a boat or a bowling alley can engage attendees in new ways. These types of events facilitate team building and increase office morale. While these types of meetings may be more costly, they yield higher rewards as relationships are strengthened and productivity is increased. In the Fearless event pictured to the right, The Karlyn Group partnered with POKERprimaDIVAS to uniquely merge business with pleasure. This event showed attendees how to sharpen their skills needed in the deal-making environment by practicing the game of poker with a great group of professionals. Women bonded, made connections, and built business relationships in a unique and fun environment. Amy Ecolino a senior manager from McGraw Hill Financial reported having “made real relationships with real people, instead of feeling like I was simply another icon on their computer chat”.

Co-Owner of The Karlyn Group Amy Zucchi-Justice feels “Nothing can replace the face-to-face interaction you get with people at events. We are all so busy that we rely on email, texting and social media so much that we don’t form relationships with people as easily anymore. Events are a great way to bring people with similar backgrounds together and have them network with one another”. Regardless of the convenience of technology, the human essence provided by face-to-face contact is irreplaceable when creating strong business relationships.

Are you Ready to make connections? Contact the Karlyn Group today to find out how we can help you plan your next face-to-face event.

Social Media: Everyone Else Is Doing It…So Can You!


It is no secret that companies across all industry segments are adopting social media into their marketing plans. Yet, social media remains an undeveloped territory for a large portion of the construction industry. By increasing your social media efforts, you can effectively get the word out, build brand recognition, and connect with customers for less than traditional marketing.

New to Social Media?

LinkedIn, Facebook, Twitter, RSS Feed, Blogging, and other forms of social media enable companies to share a vast amount of information on a frequent basis and to generate discussion among a larger community. You have a website; and you may have even set up a Facebook or Twitter page. But, do you really understand the capabilities of these tools?

The Numbers Have It

In a survey done by the Construction Marketing Association this year, 97 percent of the construction companies polled said that, “Yes,” they do participate in social media. Of the firms that do use it, only 7 percent of companies said that they get nothing out of it. However, the remaining 93 percent agreed that it is valuable. The top four perceived benefits are:

    • Brand awareness
    • Increased website traffic
    • Higher search ranking
    • Sales leads

Your company’s reputation is important. Having an active and positive social media presence can give you “social proof.” Simply put, social proof means that when a person visits your Facebook/Twitter/LinkedIn page and sees that you have a substantial following of highly engaged fans, you will be perceived more favorably. That person is, in turn, more likely to participate as well.

Through social media, you are also able to learn about the key players, as well as ideas and trends of the industry. You can then utilize that knowledge into not only your own social media campaigns, but your other business efforts and operations.

How do you get started? 

The best way to attract more engaged followers is to create posts that inspire readers to share your content and/or give a call to action.  To write successful and engaging posts, remember to keep your posts consistent, relevant, short, and eye-catching. Additionally, your content should offer your readers value through education, entertainment, or even offers and promotions.

If you are just stepping onto the social media scene, here are a few places to begin:

    • LinkedIn is a great resource to seek out connections that you can pursue for business opportunities.  Don’t be shy to connect.
    • Facebook is the best place to post photos and updates of projects.
    • Twitter makes it easy for you to quickly share information about your product, and get information and feedback from clients.

The Relationship Builder

An important aspect to recognize about social media is that it is a relationship builder. This is your firm’s opportunity to build relationships with individuals who may be potential clients and customers. Think about how you would approach building a face-to-face relationship with a client or customer – social media works in the same way.

Social Media is Not a Soliloquy

Social media also allows your construction company to inform others about its accomplishments and awards, and updates in the industry. It is a great place to highlight projects and showcase pictures from the jobsite. While this is a great marketing tool for your business, social media is most successful when used as a conversation, not a monologue. Making productive use of social media is about more than sharing information. Do not get trapped in the routine of writing posts, sending them out, and not asking for feedback.

Getting the word out about your products and services in a way that promotes online discussion has proven to be more beneficial than by standard, one-directional “shout marketing” alone. Some companies use it to drive sales, while others use it for recruitment or customer service. No matter the end-goal, social media is just that – social.

While there are countless creative ways to invite your followers to participate, these practices are the most standard place to get started:

    • Ask a simple question
    • Surveys and polls – learn more about your customers preferences, or use this to learn more about industry trends
    • Encourage submissions – photos and stories

There is no question that social media is a powerful and effective tool; the value that it can provide for you really depends on your business and what your end-goal is. We know that consumers buy from brands they know and trust. The more loyal fans you have that share your content, the more you increase your chances of being seen and heard inside Facebook or Twitter. When your exposure increases, your fan base increases. This is “word-of-mouth” marketing at its best.

Still stumped? Contact the Karlyn Group today to find out how we can help you get serious about social.

Strengthen Your Company’s Image through Branded Content


If you’ve heard it once, you’ve heard it a thousand times: “Content is king!” The phrase may be overused, but its message rings true.

Much of your company’s success is driven by how people perceive your brand in the marketplace. It is a major factor in whether or not they want to buy your products and services. Nowadays, there are so many marketing outlets to consider that it is increasingly harder to stand out from competitors. A corporate Facebook page with thousands of “likes” is okay—but to truly elevate your visibility and brand image, content marketing is the answer (in fact, this blog post is an example of such…).

So what is content marketing, exactly?

Content marketing is all about creating and distributing relevant articles, information, videos, etc.—to attract and engage a clearly defined target audience. The end goal, in turn, is to drive profitable customer action.

In other words, the idea is to create interesting content that speaks to clients and prospects without trying to sell them anything overtly.  Packaging and disseminating useful content in a thoughtful way also positions your company as a thought leader and showcases your expertise.

Companies that have successfully used content marketing include P&G, John Deere, Xerox, Microsoft, and Cisco, as well as many smaller companies. And the trend is certainly on the rise–a recent survey from BtoB Magazine showed that 57% of marketers expect to be “very” or “fully” engaged in content marketing in 2014.

What’s the best way to get content in front of target clients and prospects?

here are many platforms that can help you reach your target audience—including social media, email, and web-based channels.  While you can get by using one or two of them, an integrated approach increases your footprint exponentially.

Social media

LinkedIn and Twitter are great tools for reaching the business-to-business market, and include useful features to help you connect with your intended audience.  Additionally, Facebook and YouTube are increasingly being used in the business-to-business world. It is important to post, interact, and contribute often—but not so much that you annoy your audience.

Your social media strategy should fold into your overall marketing strategy with content playing a major role throughout.  Your larger content efforts can include articles, blogging, white papers, webcasts, and more—woven into social channels but also distributed at events, meetings, etc. And the good news is that you don’t have to be a journalist to be a good content marketer. Relevant, valuable information—when packaged and distributed thoughtfully—speaks for itself.

Email isn’t dead

In some ways, email can almost feel antiquated in the current environment, but its usefulness should not be underestimated as part of your content marketing efforts.  Email communication remains a powerful direct line to customers and prospects, and offers an avenue for customized content.  Getting your most relevant articles, white papers, webcast invites, etc. directly into someone’s inbox is a proverbial “foot in the door” that can lead to conversion.  In fact, email-marketing conversion rates remain high—and, because of its direct nature, email is more likely to prompt customer follow-though than social media.

Video brings your content to life

When you are putting together a content-marketing plan, video and webcasting are worth consideration. The cost to record and distribute content is minimal—and the end product is easily shareable.

For complicated or in-depth topics, video may lend itself as an effective means of breaking down and deploying information.  It works equally well for simple content that you want to bring to life—and you can play around with formats including interviews, panel discussions, and slide presentations.

Where to Begin? 

A good place to start, before you dive into elaborate new campaigns, is with a content-marketing goal.  Are you trying to engage a particular portion of your audience?  Connect with new leads?  Generate buzz for a new product or service?  Then, once you know what you’re trying to do and whom you’re trying to reach, you can take an inventory of your existing assets—to see if you have what you need or whether you need to shift resources or hire an outside firm.

Always make sure your content is easily shareable and links back to your company’s website. And whatever format, method, and channels you decide to use, be sure to track how your content is performing.  You might find there is a particular topic your audience wants more of—or, if an article or video isn’t getting traction, you may need to change gears.  The bottom line: content marketing is here to stay—so I encourage you to jump in and make the most of it!